LifeMD, a leading provider of virtual primary care services, announced the acquisition of key assets from Optimal Human Health MD, which is a nationwide women’s health virtual care provider. This strategic deal brings LifeMD’s official entry into the women’s health market. It also establishes a scalable clinical foundation for a comprehensive virtual health program under the LifeMD brand focused on hormone health, bone density, metabolism, and long-term wellness.
Value Proposition: Women’s health has been historically underserved, especially in areas such as perimenopause, menopause, and hormonal balance. And LifeMD’s expansion addresses a significant unmet need for accessible, personalized, and high-quality care. The new women’s health offering is expected to launch this summer and will provide services through LifeMD’s vertically integrated platform.
Despite more awareness, women’s health remains one of the most underserved areas in medicine, extending far beyond maternity and reproductive care. And natural transitions like menopause and conditions like osteoporosis are chronically underdiagnosed and undertreated.
This acquisition is aligned with LifeMD’s broader strategy of scaling high-demand specialty care verticals through proven clinical models and platform integration, following the success of Rex MD in men’s health. And LifeMD is uniquely equipped for delivering differentiated care at scale, supported by its 50-state affiliated medical group, national lab and pharmacy infrastructure, and an expanding patient base across both cash-pay and insurance-covered models.
Team addition: The deal brings on board Optimal’s highly trained team, including nurse practitioners, registered dietitians, and patient care staff, and Dr. Doug Lucas, Optimal’s founder and a widely respected leader in osteoporosis reversal and hormone optimization.
Dr. Lucas is the author of two best-selling books, including The Osteoporosis Breakthrough and Top 10 Reasons Why Your Hormones Are Failing You. And Dr. Lucas hosts the popular YouTube channel “The Dr. Doug Show: Bones, Hormones, and HealthSpan.” He has decades of clinical experience and thought leadership to LifeMD, where he will play a central role in shaping the company’s women’s health strategy.
KEY QUOTES:
“Expanding LifeMD’s virtual care, prescription, and wellness portfolio into adjacent markets where traditional U.S. healthcare has consistently failed to meet the needs of patients—particularly women—is central to our growth strategy. Our upcoming women’s health programs are particularly compelling because they allow us to fully leverage our national provider network, partnerships with Quest and Labcorp, in-house mail-order pharmacy, behavioral health services, and nutrition and wellness capabilities. Together, these assets position us to build what we believe will be the most comprehensive virtual-first women’s health offering in the country. Just as importantly, many of these services will be accessible through private and government insurance, further increasing affordability and reach for our patients.”
Jessica Friedeman, Chief Marketing Officer and Head of Women’s Health at LifeMD
“LifeMD’s platform provides the reach and operational sophistication to bring world-class women’s health care to a broader population. With increased awareness around menopause-related symptoms as well as conditions like osteoporosis—along with rising demand for personalized wellness solutions—I’m excited to expand the work we started at Optimal and deliver next-generation care through LifeMD.”
Dr. Lucas
